Love-based content marketing campaigns can go a long way.
Many wildly successful marketing campaigns have pulled at consumers’ heart strings, from a now universally recognized logo simply proclaiming devotion to the most bustling U.S. city, to warm images of people enjoying the most popular restaurant chain in the country.
Love plays a powerful role in marketing.
People gravitate towards brands that express honest concern for them and their needs. Love-based marketing can actually inspire prospects to interact with you and buy your products.
Love Provides Optimism
During tough economic times, love-based campaigns are particularly popular and successful. These campaigns help give people hope when they are facing job loss and other negative life events during a recession (see also: Emotions that Increase Engagement). As a result, people become loyal to the brand and keep coming back in order to continue to feel empowered, optimistic and good.
These campaigns are less about the products then providing customers with the experience of love. Some campaigns of this nature show families or lovers having a good time together or even animals showing love for one another, or for the humans who care for them. While the product is clearly visible, the ad is really selling love between people.
Content marketers can do something similar by writing about relationships and love or using images related to love. Make sure to connect your love posts to your business’ purpose so that they don’t seem to come out of left field.
Love of Products
Advertisers and content marketers can also inspire brand loyalty by demonstrating love of their products in their campaigns. For example, this commercial for Subaru shows a somber consumer driving his well-worn car to “Subaru heaven” instead of getting the car towed away to a junkyard. Content marketers can use similar sentiments in order to promote their products:
- Have a contest where participants have to write an essay or take a photo demonstrating how much they love your products.
- Write a blog about creative uses for your old products, emphasizing that you don’t need to get rid of products you love when they no longer perform their original function.
- Offer a way that people can donate your products if they no longer use them so that other people can have the opportunity to experience them.
These types of campaigns send the message that people love your products. By implication, people also love your company. Readers will get that sense of love; it can inspire loyalty in them, especially if they participate in the campaign and do the loving thing by donating time, ideas, photos to other potential customers (see also: Social Psychology and Marketing Tactics).
Demonstrate Love for Your Consumer
By far, though, the best way to inspire loyalty is to love your consumers. Most brands find that the more they show that they’re all about the consumer — his or her needs, interests and desires — the more they evoke feelings of love and loyalty. Put simply, when you love your customers, they will love you back.
It’s not that hard to show love in content marketing. Try dedicating blog space to discussing issues you know your customers are struggling with. Don’t just give them answers to their problems, either. In your blogs, explore several possible solutions and leave it up to the consumer to choose the one that is right for him or her. That way, you express both love and confidence towards your consumers. People tend to respond more strongly to this approach rather than to people who just give them advice.
Love is a complex emotion, so your love-based marketing campaign also has to be complex. Focus on your consumer, encourage them to express love to others and provide hope, optimism and confidence. If you do all of these things regularly, your consumers will love you back and may choose your brand over others.
What do you think? Share your thoughts and comments with us below.
Photo: The Sean & Lauren Spectacular from Flickr.